hig.sePublications
Change search
Refine search result
891011121314 501 - 550 of 682
CiteExportLink to result list
Permanent link
Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Rows per page
  • 5
  • 10
  • 20
  • 50
  • 100
  • 250
Sort
  • Standard (Relevance)
  • Author A-Ö
  • Author Ö-A
  • Title A-Ö
  • Title Ö-A
  • Publication type A-Ö
  • Publication type Ö-A
  • Issued (Oldest first)
  • Issued (Newest first)
  • Created (Oldest first)
  • Created (Newest first)
  • Last updated (Oldest first)
  • Last updated (Newest first)
  • Disputation date (earliest first)
  • Disputation date (latest first)
  • Standard (Relevance)
  • Author A-Ö
  • Author Ö-A
  • Title A-Ö
  • Title Ö-A
  • Publication type A-Ö
  • Publication type Ö-A
  • Issued (Oldest first)
  • Issued (Newest first)
  • Created (Oldest first)
  • Created (Newest first)
  • Last updated (Oldest first)
  • Last updated (Newest first)
  • Disputation date (earliest first)
  • Disputation date (latest first)
Select
The maximal number of hits you can export is 250. When you want to export more records please use the Create feeds function.
  • 501.
    Olsson Gunnarsson, Evelina
    et al.
    University of Gävle, Department of Business Administration and Economics.
    Rosvall, Stina
    University of Gävle, Department of Business Administration and Economics.
    La Poterie - En studie ur en marknadssynpunkt om hur ett litet företag kan behålla och rekrytera nya kunder2008Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
    Abstract [en]

    Aim: The aim of this study is to examine how La Poterie can increase their customer base and retain there already existing customers, by looking at different marketing instruments. La Poterie is a Swedish company that imports and sale Portuguese ceramic and home furnishings products.

    Method: The study is based on two surveys, one with the potential customers and the other with the existing customers. Further we have conducted two interviews with the owners of La Poterie to complement the data. We have together with the relevant theories and other marketing instruments dealt with the information.

    Result & Conclusions: The result of our study shows that La Poterie’s existing customers are mainly women between 31-40. Most of the women live outside Gävle city and they buy La Poteries products 0-2 times a year. The customers would buy more products from the company if the price was lower. Most of the customers did not know that the company’s products are environment friendly. La Poterie’s potential customers are mainly women between 20-40 years old, which live in the central parts of Gävle. These women are interested in buying ceramic and home furnishings products and they think that design and appearance are the two most motivating factors for them when purchasing a new product.

    Suggestions for future research: One possible study that we think would be interesting to examine is the sellers’ lack of commitment in the products and the company. In our study, we observed the sellers’ inactive role which needs to be developed. Another possible study is to examine how a company can find a balance between the different distribution channels. Our last suggestion for further research concerns an investigation why small companies often loose there customers to bigger companies.

    Contribution of the thesis: After this study we have come up with different suggestions to La Poterie in expanding their customer base. Some of the most important suggestions for improvement are:

    - The company should improve the education of their sellers and recruit new sellers.

    - They should discuss the location of the shop and improve their marketing as a company selling environment friendly products.

    - La Poterie should look over their distribution channels and their different product lines. The company should also separate the office from the shop.

  • 502.
    Olsson, Kristin
    et al.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi. University of Gävle, Department of Business Administration and Economics.
    Wallin, Anna-Lena
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi. University of Gävle, Department of Business Administration and Economics.
    Förtroendearbetstid - Heaven or Hell?: en fallstudie på TeliaSonera2010Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Aim: The purpose of this thesis is to determine whether a more flexible way of working, like TeliaSonera’s work method förtroendearbetstid, is a good way to guide future organizations. We want to determine whether it is a threat or a possibility for the leaders, the co-workers and the company itself to work with this method. We ask ourselves the question what it takes of the leadership in organizations when you work in a more independent way and if it is as independent as it is said to be or if there is invisible and subtle guidance behind it all. TeliaSonera is constantly performing organizational changes and we want to determine how that affects the way of working and its development.

    Method: We have chosen to perform a qualitative case study, based on several interviews and an observation study. The collected information is used in the empirical part of the essay. We have also studied theories about empowerment to get information to the theoretical part of the essay.

    Result & Conclusion: We have found that a more individual-based leadership would be an advantage for the company and it is important that the leaders don’t tighten the control too much in order to keep the freedom that förtroendearbetstid means.

    Suggestion for future research: We think that it would be interesting to see how förtroendearbetstid and the leadership at TeliaSonera will be when the state of the market has stabilized. A quantitative measurement would also be interesting and see if it comes up with an alternative response.

    Contribution of the thesis: Our contribution of the thesis is that it gives intensified knowledge about leadership by empowerment and the work method förtroendearbetstid. We think that TeliaSonera and other companies that work in a similar way will find this thesis of interest.

    Keywords: Empowerment, communication, leadership, motivation, förtroendearbetstid, TeliaSonera

  • 503.
    Olsson, Mikael
    et al.
    University of Gävle, Department of Business Administration and Economics.
    Nuño, Nelia
    University of Gävle, Department of Business Administration and Economics.
    Reklam för Reklam: En studie av reklambyråers marknadsföring2007Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
    Abstract [en]

    Our purpose with this study is to, through research of advertising agencies, gain an understanding how they market themselves to a market of advertising buyers. We want to see if available theory can be applied to an advertising agency’s external communication. It is also included in our purpose to provide Stigges Reklam with propositions to their marketing.

  • 504.
    Olsson, Per-Åke
    et al.
    University of Gävle, Department of Business Administration and Economics.
    Wahlström, Daniel
    University of Gävle, Department of Business Administration and Economics.
    En undersökning om hur ett företag arbetar för att minska luckan mellan Brand Promise och Brand Delivery2007Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
    Abstract [en]

    A trademark is good for the customer in different ways of. First, the trademark shows the origin or the manufacterer of the product or the service. But the most important thing is that it gives the customer a special meaning and hopefully something the customer can identify him- or herself with. If the customer already has information about the trademark he or she doesn´t have to search for that information which is good from an economic point of view

    because he or she then reduces his search costs.

    Our purpose with this thesis is to provide an insight in how a company works to minimize the gap between brand promise and brand delivery. We have chosen to work with a local company because we both live in the area, and GavleNet have a current and interesting product. We have used face-to-face and e-mail interviews to collect data and also used relevant literature. We have searched through databases and also in other ways used the Internet. We chose to work

    with a model named "Brand Relation Management Model" and it consists of eight phases: vision, culture, identify, define, architecture, engage, capitalize and measure. We will use the first five phases of the model.

    GavleNet is one of four sphere of activities inside Gävle Energi. The network is built to create a good IT-structure for the residents and companies in Gävle.

    There has never been a driving force for GavleNet to make money. Instead they want to supply the best possible data communication to the residents, the municipality and the companies. The employees in the company are always attempting to act with honesty and consideration. That is something that is inbuilt in the organization. The employees are working under a so called "hygglo-koncept" which means that they should treat the customers as if they

    were their own neighbours. GavleNet doesn´t "sell" anything they can´t deliver, that means that they don´t sell any "up to" subscriptions. In 99,9% of the cases they manage to deliver the promised speed.

    The result of the empirical study shows that GavleNet doesn´t have a significant gap between brand promise and brand delivery. That depends on the hard work they spend on “hygglo-konceptet” and that they have a well-functioning customer portal and broadband network. However, there are some differences of opinions inside the organization between the marketing and the sales group.

  • 505.
    Olsson, William
    et al.
    University of Gävle, Department of Business Administration and Economics.
    Jönsson, Jeanette
    University of Gävle, Department of Business Administration and Economics.
    Studentboende hos Gavlegårdarna – studenternas egna upplevelser2007Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
    Abstract [en]

    Gavlegårdarna is in the state of an invisible dissatisfaction situation from the students on the University of Gävle.

    This paper shows how the students feel about their housing situation in Gavlegårdarnas student apartments. It is a basis of change that hopefully will open up Gavlegårdarnas eyes and minds for changes.

    In this paper we come up with solutions for Gavlegårdarna to create a more satisfying student-housing situation, for the students on Högskolan i Gävle who are situated in Gavlegårdarnas student apartments.

  • 506.
    Ors, Markus
    University of Gävle, Department of Business Administration and Economics.
    Scorecard use and Strategic Alignment in Non-Profit Organizations:  a case study of UNICEF Supply Division2009Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Aim: Based on a case study of UNICEF Supply Division (SD), this thesis seeks to investigate how non-profit organizations use scorecards and if the use of scorecards in non-profit organizations results in strategic alignment.

     

    Method: The theoretical framework for this case study consists primarily of the strategic performance management tool known as the Balanced Scorecard, which consists of interlinked measures, derived from the organization's strategy. For the case study, primary data, both qualitative and quantitative, was collected by means of semi structured interviews with members of senior management and a survey which was sent out to the whole organization. Abductive reasoning was applied in the analysis.

     

    Result & Conclusions: The case study organization's scorecard focuses mainly on a selection of process measures and is perceived by staff and management as a good diagnostic tool for processes. The organization thus has implemented a more operational adaption of the scorecard. A weak match between the organization's strategy and selected measures in its scorecard in combination with limited incentives for achieving set targets suggest that strategic alignment is likely to be low.

     

    Suggestions for future research: The scope of the thesis is limited to UNICEF Supply Division. Comparative studies of other UN agencies would increase the reliability of the study. Future research may also try to address, more in-depth, how non-profit organizations can implement more strategic, as opposed to operational performance management systems.

     

    Contribution of the thesis: While the findings of this study mirror prior findings on Balanced Scorecard use in the non-profit sector, it has given the case study organization valuable insight on important measurement parameters, strategy mapping and other areas of improvement.

  • 507.
    Osarenkhoe, Aihie
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    A framework for understanding the imperative role of the informal sector as enabler of economic development in developing countries2008In: African Businesses and Economic Growth: Institutions, Firms, Practice and Policy / [ed] Imani Silver Kyaruzi, London: Adonis & Abbey Publishers Ltd , 2008, 1, p. 147-174Chapter in book (Refereed)
  • 508.
    Osarenkhoe, Aihie
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    A Study of the Driving Forces Behind Non-sequential Model of Internationalisation Among Firms2004In: International conference on Globalisation, Internationalisation of Companies and Cross Cultural management: Hosted by International Business Research group, Aalborg University, Denmark, October 27-29, 2004, 2004, p. 23-Conference paper (Refereed)
    Abstract [en]

    Internationalisation process is commonly envisaged as a product of a series of incremental decision, experiential learning and risk aversion. This paper posits the notion that even though the sequential approach in the process model is intuitively appealing, not all firms follow such path. Thus this paper aims to fill this gap by explaining how the international market entry process has changed in relation to the sequential approach. Consequently, an integrative framework depicting the main drivers of non-sequential internationalisation process is presented. Empirical data was gathered through the use of in-depth interviews. Some of the findings are that the sequential model is by no means reflective of, or appropriate for all firms approaches to international business; the usefulness to be gained from using an international relationship approach to study the international activity of a firm; and the interplay between the identified driving forces behind non-sequential internationalisation process.

    Key words: Sequential, non-sequential, internationalisation process, born globals, Uppsala model, technology, relationships, networks.

  • 509.
    Osarenkhoe, Aihie
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    An integrated framework for understanding the driving forces behind non-sequential process of internationalisation among firms2009In: Business Process Management Journal, ISSN 1463-7154, E-ISSN 1758-4116, Vol. 15, no 2, p. 286-316Article in journal (Refereed)
    Abstract [en]

    Purpose: Is non-sequential internationalization process solely technology enabled or a product of mutually interdependent forces? This paper aims to show that even though the sequential approach in the process model is intuitively appealing, not all firms follow such a path. Hence, integrated framework to explain how the international market entry process has changed with respect to the sequential approach is presented. Design/methodology/approach: The data banks of the Swedish Trade Council and the Chambers of Commerce are used to identify small and medium-sized enterprises (SMEs) with between 50 and 250 employees (in compliance with European Union's definition of SMEs). Data are collected through the use of questionnaires and in-depth interviews from 60 Swedish SMEs operating in other countries and foreign SMEs operating in Sweden that tends not to develop in incremental stages with respect to the international. Findings: Some of the findings are: that the sequential model is by no means reflective of, or appropriate for all firms' approaches to international business; the usefulness gained by using an international network approach to study the international activity of a firm; and the interplay between the identified driving forces behind a non-sequential internationalization process. Research limitations/implications: Even though market entry patterns of firms investigated demonstrate a non-sequential internationalization process, they are still within the general theoretical framework where the basic assumption of the sequential internationalization model can maintain its validity. Firms are indeed exposed to irrecoverable transaction costs that hamper their behaviours and complicate export supply responses in international markets. However, the magnitude of the costs and speed of internationalization is dependent on the ability of the firms to take advantage of the enablers of non-sequential internationalization pattern. This is particularly important for firms to and from developing countries and emerging markets and their propensities to succeed in their internationalization endeavours. Originality/value: Knowledge acquired from the empirical study of firms that tend not to develop in incremental stages with respect to their international activities, and therefore start international activities by entering very distant markets and multiple countries right from birth without prior experience, is used to develop an integrated framework which aptly depicts that non-sequential internationalization process is not solely enabled by technology, as commonly envisaged in literature, but a product of mutually interdependent forces. Consequently, this study provides a holistic view on the driving forces behind the rapid internationalization process encountered by many SMEs today.

  • 510.
    Osarenkhoe, Aihie
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Customer-centric strategy: A longitudinal study of implementation of a customer relationship management solution2006In: International journal of technology marketing, ISSN 1741-878X, Vol. 1, no 2, p. 115-144Article in journal (Refereed)
    Abstract [en]

    This paper aims to contribute to extant literature on how to integrate IT to support the successful implementation of a CRM solution. Relevant writings are reviewed to address the question of: What are the key factors that influence the integration of IT to enhance business efficiency, focusing on CRM and its implementation? A longitudinal case study was conducted. Findings include: the importance of managerial commitment and a corporate vision that incorporates a relationship orientation; wider actor involvement from the project’s inception; and managers who themselves are convinced of the value of customer-centric strategy and communicate their commitment to their subordinates and develop positive attitude towards change in order to properly manage the change process. Among other conclusions, the paper finds that there is currently too much reliance on a technological perspective of CRM. The paper recommends that the business problem first be defined, business processes be defined for the solution, and that technology then be used as an enabler.

  • 511.
    Osarenkhoe, Aihie
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Economics of Strategic Marketing Management: A discourse on conceptual and operational definition of customer relationship management2004In: 13th International Research conference on Management of Technology, 2004, p. 25-Conference paper (Refereed)
    Abstract [en]

    This study focuses on the interface between strategic marketing management and information technology. It aims to identify suitable means of information technology to be used to enhance business efficiency with a focus on customer relationship management. The Internet and other technological developments are enabling marketers to reach customers in more interactive ways and to form much closer relationships with them. Customers are also discovering more of a voice, and realising that the information they provide so freely in questionnaires, coupons and so on is actually of immense value to present day company.

    These and other developments are leading to a new marketing manifesto for marketing, advertising and branding. At the same time, it is next to impossible today to open a business publication without seeing an article about customer relationship management (CRM). But while many have been quick to describe customer relationship management potential and offer advice about how to make it work, findings from a pilot study conducted in conjunction with this study show that, only a handful of companies have succeeded in doing so. Moreover, majority of customer relationship management projects do not meet their return on investment objectives.

    This study arrives at a number of conclusions. First, customer relationship management (CRM) initiatives not only failed to deliver profitable growth, but also had damaged long-lasting relationships. Second, CRM is a strategic business and process issue, not only a technology solution as most often conceived. Third, the theoretical and methodological limitations inherent in current literature on CRM is attributed not only to their questionable empirical base and normative bent, but also, attempts so far made to define CRM have been varied and many neatly reflecting the diverse academic and socio-political backgrounds of CRM scholars. Thus, a lack of consensus and conflict over the “basic” meaning of CRM. Fourth, a theoretical model upon which future empirical analysis should be based when conceptualising CRM should consists of a business strategy, a business philosophy and a database application, thereby forming a tripod. Moreover, a systematic analysis of both the supply and demand side of the company should be envisaged. Otherwise, the current marketing theory which guides the movement of CRM, the so-called one to one marketing philosophy, which is more profit-centric than customer-centric that it claims to be will, continue to prevail.

    Keywords: Customer relationship management process, customer-centrism philosophy, business philosophy, actual and strategic values, strategic marketing management, strategy theory, service management system

  • 512.
    Osarenkhoe, Aihie
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Reflections on prerequisites for implementation of a sustainable customer-centric strategy2004Report (Other academic)
    Abstract [en]

    A synthesis of extant knowledge on customer-centric strategy shows that attempts to define customer relationship management (CRM) in terms of what they perceive as its key conceptualisations have been inconsistent. The literature reflects remarkably little efforts to develop a framework for understanding the implementation of a customer-centric strategy. This study attempts to provide insights on a model that may facilitate implementation of a sustainable customer-centric strategy in the future. This was motivated by the unprecedented high rate of failure inherent in CRM initiatives in the past. Methodological triangulation approach facilitated the use of multiple data collection methods from 30 companies operating in both consumer and industrial markets. An in depth longitudinal study was also conducted. The empirical findings show that CRM is a strategic and process issue, not merely a technology solution, as most often conceived. Relationship is defined and interpreted differently by the participants in the exchange process. Moreover, the importance of an effective communication in strategy implementation process is underestimated by the companies investigated.

  • 513.
    Osarenkhoe, Aihie
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    The business culture of a firm applying a customer-intimate philosophy: a conceptual framework2009In: International Journal of Business and Systems Research, ISSN 1751-200X, E-ISSN 1751-2018, Vol. 3, no 3, p. 257-278Article in journal (Refereed)
    Abstract [en]

    What characterises the culture of a market-oriented firm applying customer-intimacy philosophy? A conceptual framework, inspired by the resource-based perspective, is used as a descriptive and analytical device rather than as a prescriptive model to highlight the business culture of a company that has achieved competitive advantage in the Swedish market. Findings include: outcome of the firm's strategy is attributed to the prevailing culture in the organisation; the firm's commitment to continuous improvement and the behaviour of people in the organisation toward their customers and each other are vital sources for firms to attain sustainable competitive advantage. Concludes that moving from sales to customer-intimacy philosophy requires appreciation of current and changing needs of customers that continuously finetune the strategy's compatibility with corresponding values in the firm's business culture. Implications are that in a complete customer-intimacy philosophy, all business processes and individuals are focused on identifying and meeting the needs of customer.

  • 514.
    Osarenkhoe, Aihie
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    The Economics of Strategic Marketing Management: a discourse on the conceptual and operational definition of customer relationship management2003In: Efterskalv: företagsekonomiska bidrag presenterade på NFF konferens i Reykjavik 2003, 2003Conference paper (Other academic)
  • 515.
    Osarenkhoe, Aihie
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    THE MANAGEMENT OF CUSTOMER RELATIONSHIPS: COMMENTS ON THE FORCES INFLUENCING THE IMPLEMENTATION OF A SUSTAINABLE CUSTOMER-CENTRIC STRATEGY.2004In: International business in an enlarging Europe: integration, coopetition and collaboration, Academy of International Business (AIB), UK chapter , 2004, p. 20-Conference paper (Refereed)
    Abstract [en]

    The new forms of competition and the structural modifications of exchange processes, partly due to the emerging economy of virtual network are forcing firms to give top priority to customer relationship management (CRM). The impetus for the development of this new paradigm has come from the globalisation of business, information technology (IT) advances, shorter product life cycles and the evolving recognition of the relationship between customer retention and profitability. Attempts to define CRM in terms of what they perceive as its key conceptualisations have been varied and inconsistent. Moreover, the literature reflects remarkably little efforts to develop a framework for understanding the implementation of a customer-centric strategy. The consequence of the lack of consensus has resulted to the strategy been operationalised wrongly in practice thereby inhibiting the probability of implementing a sustainable customer-centric strategy.

    The empirical findings show that many CRM initiatives have ended in failure in terms of technically not delivering the anticipated business benefits partly because, the role of technology in the strategy implementation process is interpreted differently by the actors in both the demand and supply sides of the value chain. A model for implementing a customer-centric strategy is empirically tested in this study. The model takes into consideration not only the hardware (technical aspects), as commonly done in practice, but also the software (the human and cognitive elements) requirements for a sustainable customer-centric startegy.

  • 516.
    Osarenkhoe, Aihie
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    The Oxymoron of Informal Sector: A framework for conceptualising informal sector as enabler of economic development in developing countries2009In: Journal of International Business and Economics, ISSN 1544-8037, Vol. 9, no 1, p. 118-131Article in journal (Refereed)
    Abstract [en]

    Extensive attention has been given to the role of entrepreneurship in facilitating global economic development, with research indicating that much employment growth originates from the “entrepreneurial sector” of the economy. Paradoxically enough, in discussions of economic development, industrial dualism is often ignored. This paper fills this gap by acknowledging the Informal Sector, sometimes regarded as an unorganised “nuisance” sector, as an oxymoron. We show that the importance of informal activities is highly correlated with a nation’s level of economic development and the quality of its institutions. Furthermore, the informal sector emphasises small-scale, unskilled-labour intensive, self-financed activities and under capitalisation. In the light of this, we introduce a framework for understanding the role of the informal sector in the process of economic development. The framework developed also aims to accentuate the continuum, interplay and interconnectedness between the informal and the formal sectors and the role entrusted on some change agents such as  international NGOs, small community based or local NGOs as well as government authorities in this process. The conclusions and implications drawn for theory development and public policy recognise the role of industrial dualism in economic progress.

    Keywords: Informal Sector, Formal Sector, Economic development, Dualism, Oxymoron.

  • 517.
    Osarenkhoe, Aihie
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    What characterizes the culture of A Relationship-focused Organization applying a Customer Intimacy Strategy2008In: Journal of Database Marketing and Customer Strategy Management, ISSN 1741-2439, EISSN 1741-2447, Vol. 15, no 3, p. 169-190Article in journal (Refereed)
  • 518.
    Osarenkhoe, Aihie
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    What characterizes the culture of a relationship-focused organization applying a customer intimacy strategy2008Report (Other academic)
    Abstract [en]

    What characterizes the culture of a market-oriented firm applying customer intimacy philosophy? To answer this question, a theoretical lens that enables focus on the resources embodied in the people and culture that underlie any advantages on the product market is adopted. This is the second paper from a six-year longitudinal case study conducted at a Swedish insurance company. Findings: the outcome of the firm’s strategy is attributed to its culture; the firm’s commitment to continuous improvement is considered as a point of parity and the passion and behaviour of people in the firm toward their customers and each other is the point of difference of the strategy. Concludes that moving from sales to a customer intimacy philosophy requires an appreciation of the current and changing needs of customers that continuously fine-tune the strategy’s compatibility with corresponding values in the firm’s business culture, and maintain an informed workforce that is aligned with the philosophy. This paper demonstrates how cultural reasoning can lead to useful insights for practitioners, particularly with regard to strategies for dealing with a firm’s internal and external environments. Implications are that practitioners of systems thinking must understand a new definition of a system, especially when dealing with new market forces and empowered customers.

  • 519.
    Osarenkhoe, Aihie
    et al.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Abraha Gebrekidan, Desalegn
    University of Skövde, Skövde, Sweden.
    Baffour Awuah, Gabriel
    Halmstad University, Halmstad, Sweden.
    Relationships and networks in the processes of establishment of firms in transition economies: Scandinavian firms in central and eastern Europe2008In: International Journal of Strategic Management, ISSN 1555-2411, E-ISSN 2378-8615, Vol. 8, no 1, p. 25-44Article in journal (Refereed)
    Abstract [en]

    A focus on the particular entry mode a firm uses to enter a new market, rather than on the process of establishment, dominates in extant literature. To fill this void, we apply an establishment process model developed from the network approach to illuminate the web of relationship forms embedded in the establishment process of two Scandinavian firms as they attempt to establish themselves in transition economies. In one case, the results show that Statoil’s process of establishment in Estonia was both less time-consuming and less resource-consuming because the firm drew support from significant actors in their network of exchange relationships. In the second case, a lack of home and host country support for Scania in Croatia resulted in an arduous and costly process and less stable position in the market, with the firm’s position changing several times as different problems cropped up. In light of the findings from the two cases, theoretical and practical implications for managing the establishment process are discussed.

  • 520.
    Osarenkhoe, Aihie
    et al.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Bennani, Az-Eddine
    Reims Management School, Reims, France.
    An exploratory study of implementation of customer relationship management strategy2007In: Business Process Management Journal, ISSN 1463-7154, E-ISSN 1758-4116, Vol. 13, no 1, p. 139-164Article in journal (Refereed)
    Abstract [en]

    There has been an unprecedented resurgence of academic as well as practitioner interest in customer relationship management (CRM) in recent years. However, efforts made in extant literature to link the components of CRM strategy to its implementation are insufficient. We argue that relationship management is the process of implementing it. This paper aims to provide insights on the core components of CRM and the implementation of CRM strategy. An integrative framework for implementing CRM strategy guides our exploratory effort. Other major contributions offered by this paper are its deep anchorage in extant literature and the exploratory study of CRM implementation at a Swedish company serving consumer, business, institutional and government markets. The case study illustrates that relationships are not only a tactical weapon, but represent a different, strategic approach to buyer-seller exchange. It further epitomises that a more useful way to think of CRM is as a process that helps to bring together a variety of information about customers, sales, marketing effectiveness, responsiveness and market trends. The study also highlights the fact that implementing CRM strategy requires the endorsement by and commitment from top management, systematic cross-functional communication, and mandatory customer loyalty training programmes for all employees.

  • 521.
    Osarenkhoe, Aihie
    et al.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Bennani, Az-Eddine
    Strategic marketing in the hospitality industry: a case study of Scandic hotel chain2006In: Management Case Studies, New Delhi: Wiley International , 2006Chapter in book (Other (popular science, discussion, etc.))
    Abstract [en]

    This case covers a wide range of situations and circumstances in which strategic marketing decisions were made. This case focuses on a company operating in the hospitality sector (a hotel chain) whose products (accommodations, food and beverages services) constitute a large portion of tourist consumption. The case illuminates what makes Scandic Hotel Chain special and different from its competitors. For example its loyalty programme where members can earn both points and airline kilometres on the same stay. Special attention is devoted to how the case company uses information technology (IT) to identify and differentiate its customers through the relationship ladder in order to sustain a customer centric strategy and develop long lasting relationships with its customers.

    The domain of this case is strategic management. Strategically, the case company focuses its intentions in a market and developed a variety of products and programmes to realise those intentions. Essentially, Scandic Hotel Chain operates within a given environment; its marketing strategy deals with the interplay of three forces, known as “the strategic 3 Cs” the customer, the competition and the corporation. Scandic Hotel Chain devised marketing strategies in which it could differentiate itself effectively from its competitors, capitalising on its distinctive strengths to deliver better value to its customers. The case shows that a good strategy is characterised by: a) a clear market definition; b) a good match between corporate strengths and the need and preferences of the market and c) superior performance, relative to the competition. The company put together the strategic 3 Cs to form the marketing triangle. In this regard, marketing strategy is thus an endeavour of the firm to differentiate itself from the competitors using its relatively corporate strengths to better satisfy customer needs, in a given environmental settings. The long-term orientation of this case is demonstrated through among others, its great concern for the environment as environmental changes are more probable in the long run than in the short run.

    The Scope of the case

    This case is suitable for use in undergraduate and Post graduate courses such as: Strategic Management/Strategic Marketing, Marketing Strategy, Marketing Management, Services Marketing.

  • 522.
    Osarenkhoe, Aihie
    et al.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Bennani, Az-Eddine
    Reims Management School, France.
    Lhajji, Dhiba
    Université Pierre Mendès, France.
    A study of prerequisites for successful deployment and governance of implementation2007In: Asian Journal of Information Technology, ISSN 1682-3915, Vol. 6, no 1, p. 1-20Article in journal (Refereed)
    Abstract [en]

    Critical success factors and how they influence successful implementation of technological innovations have received significant attention in extant literature. Comparatively fewer attempts have been made to define the yardstick for determining the outcome and the magnitude of “enablers” of the implementation process of technological innovations. The empirical aim is addressed through survey and case study of comparable number of IT projects. The knowledge acquired from the empirical and theoretical investigations is used to develop an “interactive framework” aimed at creating an understanding of the things an organisation does to enable innovation, the “enablers”, and what an organisation achieves, the “results”. The prerequisites are defined in an assessment context to interact with the most profound “disenablers” from our findings (failure of senior management to lead; technology has outpaced the sophistication of the user community to properly utilise the tools, particularly in the sense of enterprise deployment; delivery of less functionality that originally planned; integrator cost out of control, etc.) and thereby discover the need for leadership and involvement. Furthermore, the interactive framework provides the tools required to get senior management properly engaged in the initiative and thereby significantly raise the potential for success.

  • 523.
    Osarenkhoe, Aihie
    et al.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Claiborne, C.BTexas Southern University, Houston, Texas, USA.Awuah, GabrielHögskolan i Halmstad.Credle, Sid HowardHampton University, Hampton, Virginia, USA.
    Business and Development in Africa2009Collection (editor) (Other academic)
    Abstract [en]

    A SPECIAL EDITION ON BUSINESS AND DEVELOPMENT IN AFRICA: Changes in the global economic landscape, the comparatively unrestrained flow of resources across the boundaries of nation states, as well as, the growing expansion of the overseas activities of many companies through out the world has stimulated an increased interest in examining business strategies. Africa, along with China, is in the forefront of current global business discussions. Once discounted, to “third world” status, discoveries of large quantities of oil have made Africa a player in the global economy. While these discoveries add to the comparative advantages of African countries, the intense competition brought on by globalization and trade liberalization, trade liberalization and the integration of of world markets challenge us to critically examine the ways in which African countries can contribute to trade and socio-economic growth globally, and the impact of such locally. Comprising a part of the world economy that has approximately 900 million people and 52 nations, Africa represents, potentially some of the most important growth opportunities in today’s economy. A diverse group of economies and societies, developing nations, in general and African countries, in particular are an important testing ground for our existing theories, models and concepts of business and management. In addition, they offer the opportunity for the development of new theoretical contributions in the field of management and business studies.

    The goal of this special edition is to provide a forum on the latest thinking about business and development in Africa.  This includes the growing paradox between development and the appropriation of resources; and between globalization and local development.

    The volume has been developed around several issues with papers in each area. A seminal work looks at early African contributions, particularly those of Ibn Khaldun, to theories of economic development which are based on competitive rather than monopoly capitalism and proposes policy implications. The role of intra-region trade is examined in a paper considering the effects of consumer ethnocentrism on trade between Mozambique and South Africa. Several papers in the edition address business and development in Sub-Saharan Africa, West Africa, South Africa and the COMESA region. Development is examined with respect to: Foreign Direct Investment flows and their effects on GDP, making use of growth accounting frameworks, the impact of trade liberalization and globalization on competition, the challenges facing entrepreneurs, and trends in the exchange rate in West African Economic and Monetary Union. The example of Botswana which has made great strides in transparency, GDP growth and literacy allowing it to become a model of good governance is presented. Other papers examine the importance of agricultural production for household security and income stability and some of the technical barriers which limit trade between African and European countries. The commercial production of medicinal plants and its potential for the semi-arid regions of Kenya is discussed. Another set of papers uses behavioral measures to understand business success: the knowledge transfer process and the motivation to perform are considered with respect to turnover and manager’s intention to stay, social performance measures are proposed. In addition to financial performance measures, and the social capabilities of African firms is suggested to be an important factor for narrowing the economic gap between African economies and other parts of the world.

    The edition includes perspectives on diverse issues. Together, they enrich our understanding of business in Africa and broaden the discussion of development and Africa´s place in the world economy.

    Thanks to the editors and their respective universities: Dr. Aihie Osarenkhoe of the University of Gävle, Dr. Gabriel Awuah of Halmstad University, and Dr. Sid Howard Credle of Hampton University.

    Sincerely,

    Professor C.B. Claiborne, Ph.D, Editor in Chief for International Journal of Business Research, Texas Southern University, Houston, Texas, USA.

  • 524.
    Osman-Gani, A. Ahad M.
    et al.
    Nanyang Business School, Nanyang Technological University, Singapore.
    Hyder, Akmal S.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi.
    Repatriation readjustment of international managers: an empirical study of HRD interventions2008In: Career Development International, ISSN 1362-0436, E-ISSN 1758-6003, Vol. 13, no 5, p. 456-475Article in journal (Refereed)
    Abstract [en]

    Purpose - With increasing interest in overseas business expansion, particularly in the Asia-Pacific region, expatriate management, including repatriation readjustmenst, has become a critical international human resource development (HRD) issue for multinational enterprises (MNEs). This empirical study therefore aims to investigate the use of HRD interventions relating to training and development for effective readjustment of international managers on repatriation. Design/methodology/approach - The data were collected through a field survey conducted on repatriation experience of international managers from more than five countries, who are working in Singapore. Findings - The study provides valuable insights about repatriation training programmes, training contents, programme duration, delivery modes, and providers of effective training programmes. Research limitations/implications - HRD professionals and senior executives of MNEs will benefit from the findings of this study in making decisions on effective design and implementation of training and career development programmes. Practical implications - The findings have significant implications for career development of managers involved in international business operations. Originality/value - This paper discusses readjustment problems of the repatriating managers and suggests how realistic HRD programmes, mainly based on training, can be developed and implemented for retaining international managers. These findings from the dynamic region of Asia will also help in developing appropriate career development programmes.

  • 525.
    Parthesius, Nicholas
    University of Gävle, Department of Business Administration and Economics.
    The Corporate Cultural Differences between Swedish and South African Airfreight Companies2007Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
    Abstract [en]

    A study presenting the differences in corporate culture between South African and Swedish airfreight industries with focus on the excess baggage sectors of the industry. This industry is very competitive and very international as goods are being exported and imported in vast amounts around the world.

    Using a web questionnaire and personal interviews, this gave me a better understanding of the present corporate culture and to highlight the differences between the countries in question. Once these differences are laid down the study shows the possibility of mutual interaction between the industry and the countries. It provides the major differences between the countries and brings forth a hypothesis for the report. The study shows that hierarchy levels play a huge role in the South African company; the relatively high uncertainty level of South Africans is a result of the high power distances between management and employees. A South African employee would try to find a solution to any problem while a Swede would discontinue when the first attempt fails. Furthermore my study provides a general idea of each of the countries, but what is evident is that the airfreight industry follows a certain corporate culture of its own and finally due to the countries diversity, South Africa seems to have an advantage when working with different cultures.

  • 526.
    Pedersen, Finn
    University of Gävle, Department of Business Administration and Economics.
    Exploring Mobile TV in Sweden using Value Networks2009Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Mobile TV is an application which has not yet been much described in academic literature. But the media and telecommunications industries are busy with Mobile TV deployment, motivated by for example decrease in revenues from existing products. This study should be seen as an exploratory study in the academia, aiming at a context for the experiences from exploratory work in the industry.

    The study of the status of the application Mobile TV focused on legislation, spectra, content and terminals. These areas are of great interest for the telecom and the media industries, and their interests were described with regards to Mobile TV. Large structures like local legislation, spectral resource management on EU level and charging for content becomes visible and are discussed. On a lower level, two differences between the industries were high-lighted. One is the way revenue is collected for content, and the other is information sharing about the Consumers preferences. Overcoming these differences would ease collaboration. Another business topic for the two industries is the relation between the SIM card (which manifest the subscription) and the charging for content.A value network model which satisfies the legal, technical and business requirements is presented. In particular, a new role as Content Site Provider is identified. Since the interviewees suggested a future hybrid solution, both Mobile TV via streaming and via broadcast are included in the model.It is concluded that the telecom industry had all the means and incentive to create Mobile TV. It is also concluded that the process of digitalization is an ongoing process which continues to have an impact on the two industries, in that different offerings can be bundled together. One possible scenario is an Internet-like evolution of the mobile Internet, the Consumers will learn to find the applications closer to the source. This would make a broadcast solution less likely. The higher cost for over-the-air transmission is one obstacle for this scenario, but it might vanish with next generation mobile networks.

  • 527.
    Perjos, Ulrika
    University of Gävle, Department of Business Administration and Economics.
    e-Services - where is the return on investment?2007Independent thesis Advanced level (degree of Magister), 10 points / 15 hpStudent thesis
    Abstract [en]

    ABSTRACT

    e-Services, or customer service, over the Internet is becoming increasingly popular and well traveled, but it is also rapidly changing along with new needs and demands as well as new technology. Many companies are about to experience the change from just using the web as a static service tool to be able to use the web as an interactive medium and an online extension of their business. Simplexica has developed, and implemented, their own e-service where their customers have access to their personal pages where they receive news and publications. The main purpose, though, is to make their technical expertise available for their trusted partners and customers in order for them to design their own technical system and to place orders online. Simplexica’s experience from the e-service implementation has proven to be a success in some markets, within some areas and with some customers, but the e-service is still struggling to get utilized to it’s full potential and showing an return on investment.

    The purpose and objective of this thesis report is to analyze and generally describe the e-service portal and the e-service business process used by Simplexica today in order to find areas and functions within e-service which Simplexica can use and apply to improve their existing e-service business process. This thesis report also aims to analyze and evaluate the return on investment of the e-service.

    More specifically the thesis work strives to answer:

     How could the e-service process in place at Simplexica today be described?

     How to best globally utilize the full concept of e-service at Simplexica?

     Where is the return on investment at Simplexica?

    The theoretical framework includes e-services, customer relationship management, business process management and methods of identifying gains, which is combined with a hermeneutic scientific perspective, a deductive research approach and a qualitative method in order to identify and evaluate different ways of calculating a return on investment that would be useful to Simplexica.

    There is no simple solution to the dilemma, but the author summarizes the findings and recommendations in a suggested action plan where changes within Simplexica’s current e-service concept and the financial benefits of the investment, are in focus by:

     removing the barriers for using the e-service where a key element is to create a common understanding, internally and externally, for their current e-service and e-process.

     measuring key indicators and to incorporate crucial customer data

     analyzing the return on investment and estimating the effect and value of intangible benefits

     establishing a model for determining a successful investment based on a variant of the 5-table

     extending, upgrading and changing the current e-service by using new technology as, for instance, M2M and e-mail channeling, and to introduce a total customer service strategy throughout Simplexica.

  • 528.
    Persson, Anna
    et al.
    University of Gävle, Department of Business Administration and Economics.
    Nilsson, Laila
    University of Gävle, Department of Business Administration and Economics.
    Jämställdhet bland skolledare: en studie i Bollnäs kommun2007Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
    Abstract [en]

    The purpose of this study is to examine if equality exists, due to the parameters salary, education and sickness leave, among the school leaders in the Children- and Education board in Bollnäs municipality.

  • 529.
    Persson, Berit
    University of Gävle, Department of Business Administration and Economics.
    Förändringsarbete inom socialförvaltningen2007Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
    Abstract [en]

    This report is about changes in an organization. Changes is something that every organization sooner or later is bound to do. In many cases the changes leads to problems and conflicts. I have chosen to study one change process in the home help service of the municipality of Bollnäs. The change process I have chosen to study is about changes in the day-to-day work for the employees at the home help service. Before the change the municipality bought cleaning services from ISS, a cleaning company. After the change the home help service employees are supposed to do the cleaning. The aim with this report is to see how one single change process is carried out in the municipality of Bollnäs.

    I have spread a questionnaire to the employees at the home help service. I personally know some of the employees and that means that I have good access to them. The advantage with that is that they all talk to me and answers my questions; they see me as one of them. The disadvantage with good access is that some of the employees may answer my questions with answer they believe I would hear, instead of what they really think. I have also interviewed and talk to them and to their directors. And finally I have talked to the national trade union, Kommunal.

    The home help service employees and their directors do not agree with each other concerning how this change process was carried out. And they do not agree with each other about the way it was handled. The top directors in the organization believe that this decision is good and that the communications during the process worked well. They do not think that any dissatisfaction has come up. The department directors and the employees at the home help service did not like this decision at all. They believes that they have not been informed and not a part of the discussions before the decision. The national trade union thinks that the new way of working means more heavy moments for their members. The local politicians think that the decision is the best way to go. They had two bad options to choose between, less hands in the care or more work moments for the employees. The first option was not really an option.

  • 530.
    Persson, Helena
    University of Gävle, Department of Business Administration and Economics.
    Nya Förmånsrättslagen- Hur har bankernas kreditbedömning av små och medelstora företag påverkats?2009Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    The Law of priority rights was changed in January the first 2004. This law deals with in which order creditors gets distribution when a company distrains or is declared bankrupt. The purpose on the change of the law is that company reconstructions shall be facilitated, the bankruptcies shall be fewer and the parity of treatment of claimants in case of bankruptcy situation shall increase. Furthermore shall the changes induce the banks to effectuate better follow-up of the credits and that the banks shall focus more at the ability to redeem a loan instead of the collaterals. The change of law that is based on this thesis, has involved great changes in priority rights and then particularity with reference to company mortgage which has got an aggravated position as collateral.

     

    The purpose of this thesis is to investigate and describe the effect of the changes in the Law of priority rights have on the action of the banks credit granting when the companies have company mortgage as collateral. The intention is even to investigate if the purposes of the legislator have been fulfilled with respect to the changes in the Law of priority rights.

     

    In order to answer my questionnaire I have chosen to use a qualitative method in form of interviews with Swedbank, SEB and Handelsbanken in Söderhamn and Hudiksvall. Furthermore secondary datas in form of literature, government bill, report and articles regarding the subject has been used.

     

    My conclusions are that the credit granting of the banks has been influenced by the changes in the Law of priority rights. The changes of the law have for example involved that the banks nowadays focus more on the ability to redeem a loan and the character of the employer and capacity of the company to repay the credits. The follow-up of the existing credits are furthermore more frequent then previous. On the other hand evident changes concerning collateral can be gathered and the effects of the legislator's purposes seem accordingly not to point to the same direction as those wished once. The banks today look for alternative collateral, as especially owner's surety, and the banks seems to a greater extend request collateral securities to company mortgage. The most important reason for the purpose of the legislator not to be fulfilled is however that the credit granting to a greater degree concentrate on objective financing as leasing, factoring and instalment contract. The result will be that the legislator loses their pressure means because the banks don't need to use company mortgage in the same extent as earlier. This will therefore result in that the aimed effects for the reform will be default as long as the banks can use other alternatives of collateral and forms of financing.

  • 531.
    Persson, Jennie
    University of Gävle, Department of Business Administration and Economics.
    -"Fattar man inget är det kört!": - en studie i kommunikation mellan Bollnäs Bostäder och deras mångkulturella hyresgäster2009Independent thesis Basic level (degree of Bachelor), 15 credits / 22,5 HE creditsStudent thesis
    Abstract [en]

    The study shows that Bollnäs Bostäder should develop common working methods and introductory material for their caretakers in the case of apartment introduction. I think it would create the conditions for the consistent quality of the customer process. The study also shows that it is not at all certain that the immigrant tenants is experiencing the same communication problems as Bollnäs Bostäder experience, which I think requires a deeper investigation. By interviewing second property I have also come to the proposal to Bollnäs Bostäder that they can explore the benefits of developing a movie to their apartment introductions to better reach with their message. Finally I think it is important to have knowledge, not only in verbal-, but also in non-verbal communication to communicate with immigrant tenants who has difficulties with the Swedish language. Therefore I belive it would be useful for the caretakers to receive education in this area.

  • 532.
    Persson, Nicklas
    University of Gävle, Department of Business Administration and Economics.
    Varumärket bandy idag och imorgon2007Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
    Abstract [sv]

    Bandyn sägs av många vara lirarnas sport där artisterna får utrymmet att briljera. Bandyn är också ett av få varumärken inom Idrotts-Sverige som kan visa upp världsstjärnor på hemmaplan. Ändå får inte bandysporten den uppmärksamhet som den förtjänar.

    Syftet med den här uppsatsen är att undersöka om och vad som görs ifrån klubbarnas och förbundets sida för att stärka varumärket bandy så att den får den uppmärksamhet som den förtjänar. För att uppnå syftet har jag ställt mig frågande till hur varumärket uppmärksammas idag och vad klubbarna och förbundet gör för att utveckla det. Kubbarna/förbund som intervjuats är Edsbyns IF Bandys ordförande Jerker Persson, Bollnäs GIF: s ordförande Olle Nilsson Sträng, Sandvikens AIK ordförande Ingrid Amren samt Svenska Bandyförbundets ordförande Håkan Ramsin.

    Det visade sig att problemen inom bandyn inte var externt utan beror på interna konflikter. Intervjuerna har visat att det råder en maktkamp mellan olika bandyföreträdare inom och mellan klubbarna och förbundet. De gamla vill att bandyn ska vara som den alltid varit medan yngre och framförallt nyare företrädare vill utveckla den till något helt nytt. Det klubbarna framförallt vill göra är att lyfta hela sporten ett par snäpp uppåt till något som liknar hockeyn. Med det menar dem att själva sporten i sig inte ska förändras utan evenemanget och upplevelsen kring bandyn ska utvecklas till något mer än bara en bandymatch. Ett evenemang som blir mycket lättare att genomföra när bandyn nu håller på att flyttas till att bli en inomhussport.

    Inomhushallar har visat att varumärket bandy har stora potentialer att växa i Sverige. Edsbyn är den första klubben med en inomhusarena och efter att den blev färdig har klubbens omsättning ökat väsentligt och publiksiffrorna fördubblats. Intervjuerna visar att anledningen till att Edsbyn dubblat sin publiksiffra är att de kan erbjuda en helt ny och bekvämare komfort för besökarna. De behöver nu inte oroa sig för att vädrets makter ska förstöra bandymatchen utan nu finns perfekta förutsättningar vid varje tillfälle.

    Många tror därför att hallarna är enormt viktiga för att ge bandyn det nödvändiga lyftet. Ett lyft som ska locka till sig besökare som till bandyarenorna vilket kan ge bandyn mer uppmärksamhet i media och högre intäkter. Målet som förbundet satt upp är att alla lag i den nystartade Elitserien ska ha tillgång till hall inom de närmsta tio åren.

  • 533.
    Petersson, Andreas
    et al.
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi. University of Gävle, Department of Business Administration and Economics.
    Puhls, Per
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi. University of Gävle, Department of Business Administration and Economics.
    Mikroföretag och dess marknadsföring: Thermo Steel i fokus2010Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Bakgrund: Vi fick under hösten i uppdrag att hjälpa till med en marknadsföringsplan till mikroföretaget Thermo Steel. När vi gick igenom den teori som fanns på området marknadsföring märktes ett stort gap när det gällde marknadsföring för mikroföretag. Det finns ett flertal rapporter som ifrågasät­ter den traditionella marknadsföringens relevans för mikroföretag. Det motiverade oss att först undersöka hur mikroföretag marknadsför sig och om det finns några generella riktlinjer att följa när det gäller mikroföretags arbete med marknadsföring.

    Syfte: Med stöd av ovanstående resonemang är syftet med föreliggande uppsats:

    1. Att undersöka hur mikroföretag marknadsför sig samt om möjligt försöka fastställa några generella rekommendationer när det gäller marknadsföring i mikroföretag.

    2. Att använda det som framkommer vid litteraturstudien och den empiriska undersökningen för att ge förslag på delar ur en marknadsföringsplan anpassad till mikroföretaget Thermo Steel.

    Metod: Kvalitativ undersökning, aktörssynsätt, induktion, fallstudie, intervjuer.

    Resultat & slutsats: De flesta mikroföretag använder inte en formell marknadsföring. Istället framgår att de ofta jobbar informellt, flexibelt och drivna av intuition. Networking är en av de vikti­gaste metoderna för mikroföretag att utbyta information, utvecklas och göra affärer. Trots kritiken mot traditionell marknadsföring för mikroföretag tycker vi oss hitta delar som kan användas vid marknadsföringen. Exempelvis den formella marknadsföringsplanen som ger ett bra verktyg för att få företagare att sätta sig in i skapandet av visioner, mål och strategier. Den måste dock anpassas till mikroföretagens unika situation. Thermo Steel har ett behov av att öka marknadsföringens roll inom företaget för att finna fler målmarknader och öka sin försäljning. Detta bör ske genom en kombination av införandet av en marknadsföringsplan och genom att mer aktivt bedriva proaktiv networking.

    Förslag till fortsatt forskning: Vi anser att det saknas en definition av marknadsföring för mikroföre­tag. Området är stort och komplext och det finns inget litteratur på ämnet som specifikt går in på mikroföretags situation när det gäller marknadsföring. Vi anser därför att all forskning som hjälper till att fylla detta gap är välkommen.

    Uppsatsens bidrag: Vi bidrar med kunskap genom att identifiera relevanta teorier på området mark­nadsföring för mikroföretag. Vi presenterar också förslag som är tänkta att hjälpa Thermo Steel vid arbetet med en marknadsföringsplan.

  • 534.
    Petersén, Olof
    et al.
    University of Gävle, Department of Business Administration and Economics.
    Skönebrant, Marcus
    University of Gävle, Department of Business Administration and Economics.
    Individuell sponsring ur ett företagsperspektiv2008Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Aim: The purpose with this essay is to give a deeper insight of individual sponsorship, beacuse today the litterature is very limited.

    Method: The scientific approch we have used in this essay is a qualitative method, we used this method to give a deeper insight of corporates toughts about sponsorship as a marketing tool. We begun by study the avalible litterature on the subject, witch we found in both librarys and computer databases. Then we compared the theorys against the semistructerd interviews. Our delimitation made the selection smaller. Eventually we found there cooperating firms, that matched our prefrences.

    Result & Conclusions: The three companies we questioned had different definition of sponsrship, yet the cores in all definitions were the same. We believe that sponsorship not should be used in all coherence. In stead companies should carefully consider which individuals and events the brand are most liked to be associeted with, which can strenghten the opinion from respective target. We consider that there are severel advantages with individual sponsorship towards sponsoring a team. Brandbuilding around an individual makes it easier for the generell public to identify themselves with a indivudual. It´s also easier to build a closer relation between the company and the sponsored, which improves the chance for a succesful collaborate.

    Just like the limited literature on the subject, the companies’ capability in parts of the subject is limited. Our empirical study showed that the companies need to be aware of the several aspects of sponsorship. To achive the full potential of sponsorship the companies have to work more strategic.

    Suggestions for future research: We would find it interesting to find out the generel publics opinion of sponsorship as a marketing tool compared to corporates point of view.

    Contribution of the thesis: Since there is still very limited litterature in this subject. This essay can be used as a contribution to further research.

  • 535.
    Pettersson, My
    University of Gävle, Department of Business Administration and Economics.
    Läget - allt och ingenting: En studie av hyressättning av kontorslokaler i Stockholm2008Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
    Abstract [en]

    Aim: The purpose of this study is to increase the knowledge around the location’s importance when rent setting office premises. Furthermore, I want to get broader knowledge about the real estate market as a whole when since it is of current interest.

    Method: The study is performed with the aid of qualitative interviews on persons with experience of office premises in Stockholm city. Theoretical dates mainly have been gathered via literature and the Internet. Then I have put together the interviews in order so that I finally can analyze empiric with theory.

    Result & conclusions: The results that have been achieved with this essay are how the concept location has been used within the real estate sector, also how important long-term thinking is when letting of premises, not only office premises.

    Suggestions for future research: Future studies can increase my study with more interviews, with for example real-estate owners. It was unfortunately no real-estate owners that wanted line up for an interview in my essay. The other proposal is about studying differences between having a company and a home association as a landlord, with starting point from a tenant’s eyes. The proposal is based on my own ambition to find out the truth.

    Contributions of the thesis: This essay has contributed with new knowledge by considering and using the concept’s actual meaning is used. According to the dictionary location is a word that describes in what way something is placed with respect to it environments. Location is therefore relative and should be used thereafter. Not like today when the expression is used unmoved of its proper importance. This is my study's contributions.

  • 536.
    Pettersson, Sandra
    et al.
    University of Gävle, Department of Business Administration and Economics.
    Bergendahl, Ian
    University of Gävle, Department of Business Administration and Economics.
    Nyckeltal: En översyn av vilka nyckeltal som används i praktiken2008Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
    Abstract [en]

    Aim: A business ratio is a measuring instrument that companies use in their financial report to show profit and progress. As it is today, there are no standards to follow that shows which business ratio to present in a companies annual report. Our aim with this report is to see if there are any trends in the use of business ratios by looking into how thirty growth companies are applying them.

    Method: To see what business ratios are used in practice, we have collected information from the thirty companies’ annual reports. With help from the literature, we have created an understanding about the most frequently used business ratios. This information has been the base for our analysis. In the analysis we have presented the above mentioned business ratios, and analyzed the differences and similarities we could see.

    Result & Conclusions: There are three business ratios that are commonly used, but not enough to say there is a trend among all companies. We think it would be useful to set a standard.

    Suggestions for future research: Since there is such a wide spread use of business ratio, it would be interesting to interview some of the companies to see if they have some motivation behind their choice of business ratios.

    Contribution of the thesis: With this essay as a base we can see the lack of common guidelines in how business ratios should be presented in the annual report. Given this criteria, it is hard to compare companies just by looking at these items. This essay shows that there are motives to work on making guidelines that are useful for external investors to use, in their work upon analyzing the financial aspects of a company.

    Key words: Business ratio, Annual report, Growing companies.

  • 537.
    Pierrou, Maria
    University of Gävle, Department of Business Administration and Economics.
    Sover mäklaren gott om natten?: En studie av tvingande, normgivande och moraliska regler.2007Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
    Abstract [en]

    The purpose of this essay is to understand how estate agents interpret and how they relate to, and applies, laws and ethical guiding lines in their practise.

  • 538.
    Piispanen, Mervi
    et al.
    University of Gävle, Department of Business Administration and Economics.
    Holmgren Jansson, Annika
    University of Gävle, Department of Business Administration and Economics.
    Omvänd momsredovisning - Ur företagens perspektiv2008Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
    Abstract [en]

    Purpose: In order to curb the prevalence of undeclared work and to improve competi-tion within the building and construction business, reversed charge audit will from July 1, 2007 onwards be applied within the building sector. The new rules entail a consider-able amount of delimiting problems as regards both businesses and services.

    The aim of this essay is to study the rules as well as direct the light upon various consequen-tial delimiting problems. Furthermore, we will investigate what the effects are on the busi-nesses, as well as their view regarding this. Apart from this, we will also investigate who will benefit and who will be disfavourably affected, respectively, by the new law

    Method: The investigation has been conducted with a combination of qualitative and quantitative methods. Firstly, an opinion poll was carried out, directed towards Swedish construction companies, and this was then deepened using three interviews.

    Result & Conclusions: The essay demonstrates that the new rules have entailed more work to a varying degree for the companies. Most of this is a result of the delimiting problems that follow from the rules being regarded as relatively unclear and incom-plete. Several of the companies have furthermore acquired a positive as well as nega-tive liquidity impact. Many businesses have a negative attitude towards the introduction of a reversed charge, even more of them don’t believe that its purpose will be achieved. Summing up, it can be noted that there are both winners and losers as a consequence of these rules.

    Suggestions for future research: To investigate if the purpose with the introduction been met, i. e. about the undeclared work decreased and the competition been im-proved.

    Contribution of the thesis: To notice the new VAT rules within the construction sector and the delimiting problems that follows.

  • 539.
    Pinto F., David
    et al.
    University of Gävle, Department of Business Administration and Economics.
    Mokriani, Soran
    University of Gävle, Department of Business Administration and Economics.
    En studie om insatser för att förebygga bokföringsbrott2007Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
    Abstract [sv]

    Med ett belopp på ca 130 miljarder kronor per år i oredovisade intäkter och en så stor påverkan på samhället gör sig ekobrott och därmed bokföringsbrott till ett av landets mest kostsamma brott. Då endast vinst är i syfte, gör många allt för att tjäna så mycket de bara kan. Detta medför då att de som handlar oredligt skaffar sig fördelar gentemot andra som inte bryter mot bestämmelserna. På så sätt uppstår det en obalans mellan dessa som i slutändan kan leda till att de som följer reglerna konkurreras bort av dem som inte gör det.

    En central fråga som uppstår vid åsidosättande av bestämmelserna är om det finns tillräckliga skäl för att anse att bokföringsbrott föreligger. Lagstiftningen anger att bokföringsbrott föreligger när det inte går att bedöma företagets resultat eller ställning med ledning av bokföringen. Vår empiriska studie visar att avvikelser som kan förekomma i misstänkta räkenskapsmaterial kan vara så avsevärt stora att det ofta inte handlar om gränsfall vid bedömningen om det föreligger bokföringsbrott eller inte.

    Syftet med uppsatsen är att göra en studie kring myndigheternas insatser för att alltmer upptäcka och förebygga bokföringsbrott.

    Bokföringsbrott är ett ämne som omfattar väldigt många grenar. Vi kan tyvärr inte gå in på varje gren och diskutera och analysera dem. Därför har vi valt att beröra de insatser som framförallt Skatteverket gör för att förebygga bokföringsbrott. Vi har dessutom avgränsat oss till Gävleborgs län. Våra respondenter har därutöver försett oss med material som i synnerhet berör länet.

    Trots våra avgränsningar har det inte varit helt möjligt att avskärma oss från sammanbundna grenar såsom skattebrott. Vi har därför valt att nämna dem i viss grad på grund av den starka kopplingen som finns mellan dessa. Studien berör mestadels insatser från Skatteverkets organ där de flesta bokföringsbrotten upptäcks och anmäls till åklagarmyndigheten.

    För att uppnå en viss grad av tillförlitlighet i uppsatsen har vi genomfört intervjuer med personer som jobbar med brottsförebyggande verksamhet inom ämnet bokföringsbrott. Vi har således fört samtal med Bengt-Åke Johansson på rätts- och utvecklingsenheten och Karin Palmberg på utredningsenheten, båda från Skatteverket. Dessutom har vi träffat en specialiståklagare vid namn Ulf Back som har sitt säte i åklagarkammaren i Gävle.

    I teorin redogörs för de insatser som ska se till att förebygga bokföringsbrott. Empirin lyfter däremot fram vad som förväntas av dessa insatser ur myndigheternas synvinkel. Dessutom går vi in på om det idag upptäcks fler brott i jämförelse med tidigare år.

    Resultatet som den här studien ger, är att det numera upptäcks fler bokföringsbrott än för ett antal år sedan. Ökningen behöver sålunda inte betyda en minskning av bokföringsbrott eftersom det inte finns en tillförlitlig källa om hur omfattande bokföringsbrott egentligen är.

  • 540.
    Popovic, Igor
    University of Gävle, Department of Business Administration and Economics.
    Impact of Direct Marketing Actions by a Component Supplier on Sales and Ingredient Product Perception: Exploration within the Bicycle Industry : MBA-thesis in marketing2009Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Purpose/Topic: The proposed research explores impact of the direct marketing actions by component suppliers on (a) sales (objective measure) and (b) industrial customer‟s perception (subjective measures) of the final product (c) and the market development. The proposed research will focus on the bicycle industry. Research Question: "To what extent Shimano‟s component brands important to Shimano customer, and which actions can Shimano undertake to facilitate its brand‟s further market penetration?" Design/Methodology: Two approaches were used to answer the main research question. First, existing literature on ingredient and co-branding was analyzed. Second, we conducted an experiment on a new direct marketing initiative by Shimano-Europe BV. The initiative is "Reliability" campaign that introduces a service logbook across 8 European countries. Originality/Value: There is no research to this date, which empirically examines the influence of component supplier on sales and perception of ingredient brand, especially in the bicycle industry. Role of service and service network is also examined as one of the crucial influences on ingredient brand management. This research provides the base for further exploration in the area of ingredient branding and give guidelines for Ingredient Brand Management. So far, ingredient branding has been studied in contexts of food, chemical and computer industries. This research examines market leader in bicycle industry on 8 different national markets in Europe. Products supplied by Shimano require service and those products differ from ingredients which are consumed in form of food or apparel (that does not requires any service).

     

  • 541.
    Qvist, Olof
    et al.
    University of Gävle, Department of Business Administration and Economics.
    Berggren, Julia
    University of Gävle, Department of Business Administration and Economics.
    E-Handeln i Sverige: En studie om den offentliga statistikens möjligheter inom svensk e-handel2008Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
    Abstract [en]

    The Internet has developed into a marketplace for national and international companies. With relatively small means, a company can reach out to millions of people on a daily basis by placing itself on the Internet. With this report, we wish to suggest how e-businesses can change its strategy to adapt to the new market. Focus is on the Swedish Internet market where Swedes, resident in Sweden, trades with Swedish e-companies active within the Swedish borders. To be able to make suggestions, we will first paint a picture of the Swedish e-commerce market from statistics collected from public sources. From the statistical sources that we have viewed, four provided relevant information for this subject: Handelns Utredningsinstitut, SIKA, Statisticka Centralbyrån and World Internet Institute.

    Before the consumer chooses his store, he or she will need to choose what platform to use for the purchase. The choice is between the Internet market and the “physical” market. If the Internet is chosen for the purchase, this choice is usually based on three factors:

    • Price – Competition in combination with lower cost has resulted in a reduced price.

    • Supply – The new type of access and the different opportunity to stocking goods makes it possible for e-stores to offer a larger supply.

    • Comfort – The customer may feel that it is more comfortable to make a purchase at his or her computer at any time of the day and at practically any place.

    The main reason when the consumer chooses to not shop online is that he or she can’t feel or try a product before buying it. If the consumer chooses to shop on the Internet he or she usually selects e-store based on its design and informative qualities, such as information about products or support. The most common products to be bought online are tickets, books and CD/DVD discs.

    We suggest that e-stores uses keywords, based on its own products or services, to attract customers through web searches. These keywords can also point out attributes for the customer that the e-store wants to be associated with. In general, safety of e-businesses payment- and delivery methods can be pointed out. We believe that selected keywords, in combination with a simple and clean design, a great deal of information and opportunities to support can be combined to a winning concept.

  • 542.
    Qvist, Olof
    et al.
    University of Gävle, Department of Business Administration and Economics.
    Berggren, Julia
    University of Gävle, Department of Business Administration and Economics.
    Viral Marketing: How does the individual view a viral marketing message and what makes him or her pass it along?2008Independent thesis Advanced level (degree of Magister), 10 points / 15 hpStudent thesis
    Abstract [en]

    Viral marketing is a form of marketing that is based on individuals sharing of a message within their social network. When viral marketing works, it’s cheap and efficient and there are several examples of successful viral marketing campaigns that has given products or companies great success.

    Viral marketing is relatively unexplored as a phenomenon, and there are several different suggested paths to choose to form a successful campaign. One suggestion is that viral marketers base their campaigns on different feelings to make the individual share the campaign, or feeling, with its social network. This is one of the things that we are looking at in this report. With a quantitative study based on the replies of over 800 students, we try to determine which feeling is more efficient in viral marketing campaigns. We also try to determine how viral campaigns are received and handled as well as students view on viral marketing as a phenomenon.

    This report shows that receivers of viral marketing campaigns have a pattern in the way they act as a result of it. Receivers who view one viral marketing campaign as spam, block the messages sender or delete the message are likely to view all campaigns as spam, no matter which type of viral marketing campaign they receive. This pattern does not exist for those who choose to forward viral messages, nor does the strength of the feeling matter. However, we are able to distinguish that campaigns based on sadness, anger, fear and disgust are forwarded more than campaigns based on other feelings. These types of campaigns are often forwarded by women. Campaigns based on sick humor or surprise are more commonly forwarded by men. However, women are more likely to forward viral messages.

  • 543.
    Ragupathy, Rajkumar
    University of Gävle, Department of Business Administration and Economics.
    National Cultures in Strategy Management: Product Strategy Formulation2009Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Aim: The aim of this research is to formulate India market product strategy for the global multinational corporate Vodafone Inc.,

    Investigate the influence of national cultures in strategy formulation. Applying cultural synthesis in the strategy formulations for target markets. 

    Method: The main methods of data collection are individual interviews and discussions and group cultural training. A computer online questionnaire is used past the interview for correlation and analysis of responses. Two sets of interviews pre-cultural training and post-cultural training are conducted. The results are presented, analysed, reflected and related to the research. The research is applied to deliver a reformulated product strategy for Vodafone Inc.,

    Result & Conclusion: This research bought out the implications of national cultures in strategy formulation and how strategy can be delivered by infusing culture as one of the parameter in strategy formulation. The end result is strategy that is closer to local market customer needs and wants aligned with organization business objectives. The conclusion is that global multinationals could deliver better strategy that applies globally to each of the local subsidiaries by embedding ethos of the regional markets in the strategy formulation.

    Suggestions of future research: The research focussed on strengthening strategy formulation by embedding culture as parameter. The theme could be extended to strategy implementation in future research.

    Contribution of the thesis: This research has added value to the strategy formulation, by proposing a new model, where the strategy team comprehends the national culture value of target markets and blends them as one of the parameters in the information’s and data. Thus the final interpretation of the information and data is a collective reflection of own national culture values and the target market cultural values.

  • 544.
    Rajala Malmgren, Emil
    et al.
    University of Gävle, Department of Business Administration and Economics.
    Lövgren, Peter
    University of Gävle, Department of Business Administration and Economics.
    Hur påverkar sponsring ett varumärkes Brand Equity?: En studie av Brynäs IF:s sponsorer.2009Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Aim: The purpose of this study is to answer, through an empirical research, which measurable effects sponsorships have on Brand Equity. The purpose is also to develop a model that shows the effects.

    Method: We have chosen to use case-studies in this research. We have done them through qualitative interviews with representatives for Gevalia, Läkerol and Länsförsäkringar Gävleborg, who are all sponsors of Brynäs IF. We have processed the interviews to be able to analyze them against our theory. We have chosen to divide the analysis into main parts according to sponsoring and brands.   

    Findings & Conclusions: We have developed a model that shows the sponsoring effect on Brand Equity, but those are not clearly measurable because we didn't find any in the study. The model is instead developed through assumptions that we have found in our research. The model clarifies connections between the A-ERIC model and Brand Equity. It also shows how a brand can be affected through sponsorship, e.g. by associations that are created through the experience of an event and that the awareness increases through exposure.         

    Suggestions for future research: For further research we suggest a comparative study in order to confirm possible connections between the sponsoring effect and Brand Equity.

    Contribution of the thesis: This study has in particular conduced to knowledge about the connection between sponsoring and Brand Equity. The study also gains knowledge about Gevalia's, Läkerols's and Länsförsäkringar Gävleborg's sponsoring relationship to Brynäs IF and how that influences the brands.

  • 545.
    Ravell, Sara
    University of Gävle, Department of Business Administration and Economics.
    Offering of support services: threat or opportunity for the estate agency branch?2007Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
    Abstract [en]

    During several years influencing opinions has been working for a renewal of the Estate agents act. One of the matters that the Commission of Inquiry is handling is the question whether estate agents will be permitted to offer support services to their customers. In the light of the current investigation it has been my objective with this memorandum to describe the complexity about support services and also to what use these services could be for the consumers as well as to the estate agency branch. During my work with this memorandum I have identified two main theories. While one of the theories is emphasising customer orientation, the other theory is stating that there is a disadvantage with scattered services and that the service company should focus on its core business. When the theories were brought together with the empirics it became my opinion that estate agents should use these services to position themselves towards competitors. Above all it’s my opinion that for smaller estate agents support services can be of decisive importance for the future survival.

  • 546.
    Rex, Anders
    et al.
    University of Gävle, Department of Business Administration and Economics.
    Westling, Magnus
    University of Gävle, Department of Business Administration and Economics.
    Uppskattar kunderna nätmäklartjänsten?2009Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
    Abstract [sv]

    Syfte: Vårt syfte med studien är att ta reda på ifall säljarna är nöjda med sin nätmäklares tjänst samt ge en överskådande förståelse kring varje moment de själva utför.Metod: För att kunna mäta kundnöjdheten hos nätmäklarnas kunder har vi skickat ut en webbaserad enkätundersökning till säljare som har en bostad ute till salu. Denna bestod av totalt 27 frågor vilka besvarades med förbestämda svarsalternativ. Informationen har sammanställts och varje frågeställning har redovisats var för sig med tillhörande stapeldiagram följt av analys och kommentarer. För en djupare förståelse har vi även utfört djupintervjuer med nätmäklarna. Resultat och Slutsats: Resultatet visar att kunderna i stort är mycket nöjda med den upplevda kvaliteten på den tjänst nätmäklaren levererar. De är mycket positiva till de moment i förmedlingsprocessen som de utför själva. Utfallet visar att det finns två frågeställningar vilka säljarna inte är så nöjda med; antalet spekulanter som visat intresse samt det slutliga försäljningspriset.Uppsatsens bidrag: Studien ökar förståelsen kring fenomenet nätmäklare och hur kunden upplever nätmäklartjänsten. Förslag till fortsatt forskning: Det skulle vara intressant att utforska vad köparna tycker om att säljaren håller i visningen. Om några år skulle det vara intressant att titta på nätmäklarna och se hur de har utvecklats, vilka som finns kvar och hur nätmäklarens ställning på marknaden har förändrats.

  • 547.
    Risberg, Patrik
    University of Gävle, Department of Business Administration and Economics.
    IT Track or People Track?2006Independent thesis Advanced level (degree of Magister), 10 points / 15 hpStudent thesis
    Abstract [en]

    This thesis deals with knowledge management at companies in the Falun-Borlänge region. The purpose is to create better understanding of which path companies have chosen and why, respectively. A qualitative survey seeks to discover if companies have chosen IT track or people track. This is a practical and useful model for an evaluative study. In the same context, a number of important models for evaluating knowledge management are presented.

    The result shows that the companies provide a multitude of training within several frameworks. Education is mostly provided in a traditional manner but there are many examples of interactive state-of-the-art training. Furthermore, most of the companies primarily focus upon people and processes, but some focus at technical facilities as well. In some cases are the technical frameworks used for support of core processes.

  • 548.
    Robens, Catherine
    University of Gävle, Department of Business Administration and Economics.
    Consumer perceptions on the incorporation of established brands: The acquisition of Body Shop by L’Oréal2007Independent thesis Advanced level (degree of Magister), 10 points / 15 hpStudent thesis
    Abstract [en]

    This thesis aims at investigating consumers’ perceptions on the incorporation of an established brand and how the general attitude and buying behaviour is altered in the course of an acquisition. The combination of two or more brands in a newly formed conglomerate implies a combination of values, principles and associations that might affect a company’s appeal. Therefore, underlying reasons for M&As will be elaborated upon as well as branding concepts based on brand image, loyalty and reputation in order to bridge the two theoretical areas with a case study. The acquisition of Body Shop International by L’Oréal represents the practical case, which will be analysed in reference to consumers’ reactions towards it. Quantitative consumer questionnaires will be conducted in order to collect representative data on consumers’ perceptions and associations of the brand Body Shop. Moreover, an expert interview with a Body Shop representative will be executed in order to add the company’s perspective. By analysing the results of the questionnaire, the thesis reveals an observable trend towards a correlation of the awareness of the acquisition and a negative shift in customer perception. The buying behaviour is however not found to be influenced by the combination of the two firms. In conclusion, it can be stated that the need for pre-acquisition analysis regarding strategic fit and compatibility of values and associations is assured. The study clearly identifies that brand dilution is a possible threat for established brands and implies the risk of lost credibility and loyalty.

  • 549.
    Roeck Hansen, Maria
    University of Gävle, Department of Business Administration and Economics, Ämnesavdelningen för företagsekonomi. University of Gävle, Department of Business Administration and Economics.
    CSR from a strategic perspective: - How Swedbank can develop stakeholder confidence and valueMBA-thesis in marketing - MBA-thesis in marketing2010Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
    Abstract [en]

    Aim: Problem background - CSR has today increased its strategic status and consumer demand of sustainable development has also increased lately. However, there are still companies that have not adjusted their strategies to fit this swift in demand. This study offers a strategic tool, based on sustainable core competencies, for companies to implement in order to use CSR to boost their business.

    Research issue - How can Swedbank increase stakeholder confidence and value?

    Delimitations - This study focuses on the concept of integrating CSR work into the strategy and how this could result in added value for the B2B customer of Swedbank Corporate Market.

    Method: This study has an abductive approach and the author has collected qualitative primary data in the form of interviews with employees at Swedbank, Sparbanken Nord and with five of Swedbank’s customers from the public sector.

    Result & Conclusion: Swedbank needs to re-position their brand with a differentiated strategy, including a supportive vision and Market Communication, in order to gain a competitive advantage, strengthen their image, stakeholder confidence and financial performance. The author recommends the sustainable core competence, “Sparbankssjälen”, in order to deploy an ethical, economical and environmental responsible strategy to implement into all their activities.

  • 550.
    Rogsberg, Marie
    et al.
    University of Gävle, Department of Business Administration and Economics.
    Eriksson, Maria
    University of Gävle, Department of Business Administration and Economics.
    Svenska Försvarets reklamfilm ”Africa” – lockande eller bara kommersiell bling-bling?: En studie inom social marketing2008Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
    Abstract [en]

    The commercial called ”Africa” is a social marketing campaign from the Swedish national defense. The purpose of the campaign is to attract persons to make them want to go through with military or civil duty in a foreign country. The purpose with this study is to find out what the receivers decoding of this commercial. What do the respondents think that the Swedish national defense wants to achieve with “Africa” and how would the commercial look like to attract the respondents? The respondents was chosen by a so called “snowball selection”, and the empirical study consist of nine persons, both women and men, that has attended in personal interviews. Social marketing is about how to affect a target group to change a certain behavior. But one concept within social marketing is that target groups rarely agree with each other when it comes to opinions or responses, and it is because of this that the target groups should be divided into different segment. The conclusion show that “Africa” succeeds to create emotions at the receiver, but the campaign is not enough to reach all the way to the goal, the action. From theories about social marketing, KTH (emotions, thought and action) and the Seven Doors model, a question manual is created that are used at the interviews to further analyze to get to interesting conclusions about this social marketing campaign.

891011121314 501 - 550 of 682
CiteExportLink to result list
Permanent link
Cite
Citation style
  • apa
  • harvard-cite-them-right
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • sv-SE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • de-DE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf